Family-owned sports nutrition pioneer, Nutritional Performance Labs (NPL), marks milestone decade of full label disclosure and integrity-driven formulations
Ten years ago, a family decided to do things differently in the South African sports supplement industry. Today, NPL is celebrating a decade of putting consumers first whilst opening the doors to its new, expanded headquarters in Northriding, Johannesburg.
Founded and run by a close-knit family team, the company has spent the past 10 years building a reputation for integrity in a sector often criticised for misleading claims and questionable ingredients. From the beginning, they set out to be different – and they’ve stuck to it. Full label disclosure, evidence-based formulations and a commitment to quality have earned them the trust of athletes, gym-goers and health-conscious customers nationwide.
“We started NPL because we were frustrated with what was out there,” says John van den Berg, CEO of NPL. “As a family business, we’re not answerable to investors pushing for shortcuts. We answer to our customers, and they deserve to know exactly what they’re putting into their bodies. That philosophy hasn’t changed since day one.”
The move to the new Northriding headquarters marks an exciting new chapter. The expanded space includes a dedicated laboratory for ongoing product development, state-of-the-art on-site gym facilities for real-world product testing, and a warehouse with capacity for 8000 pallet bays alongside 1500 square metres of modern office space. It’s a far cry from the modest beginnings a decade ago, reflecting the growth and ambition of a brand built to serve a thriving community of loyal customers.
Over the past 10 years, the company has earned trust the old-fashioned way – by keeping promises. Our ranges have become the foundation for South African athletes and fitness enthusiasts: the iconic Elite Pro Series, the cutting-edge Elite Series Black, the versatile Pro Lifestyle Series for any active individual, the plant-based Go Green Series, and the Pure Series for those who prefer to formulate their own products or add on to their existing routines. This commitment extends beyond supplementation into functional energy drinks, isotonic beverages, and our recently launched endurance range, Hydrade, offering complete solutions for performance, recovery, and everyday vitality.
“We source our raw materials from across the globe, giving us full control over quality,” explains John. “Every ingredient is tested, with additional random batch testing to ensure consistency and safety. And because transparency matters, we fully disclose all our formulas, so our community knows exactly what they’re getting.”
The numbers tell the story of a brand that truly resonates with people who value transparency. Today, NPL offers close to 300 different SKUs across its product range, including a wide variety of flavours, and has built a community of loyal customers. Perhaps most tellingly, a high percentage of those customers return; clear proof that honesty and quality create lasting relationships.
Customer feedback consistently highlights the reassurance that comes from complete transparency. Many describe feeling respected as consumers, knowing they’re getting exactly what’s on the label. For a growing number of South Africans, this straightforward approach to supplementation has become non-negotiable.
Being family-owned has given NPL the freedom to stay true to its values whilst growing. There’s no pressure to compromise quality for quarterly profits or to follow every trend that comes along. The focus remains squarely on the people who use their products.
Beyond products, NPL has built genuine connections with its community through signature events that bring people together. The annual BodyRev 12-week transformation challenge has helped thousands set and achieve their fitness goals, whilst the brand’s ladies-only outdoor fitness event, FemmeFit has become a highlight on the fitness event calendar; proving that building a healthier South Africa goes beyond the products on shelves.
As the company looks ahead, one thing remains clear: we are constantly innovating – out with the old and in with the new as more research becomes available. Over the past 10 years, NPL has been the fastest-growing brand in South Africa, a testament to the trust earned and the results delivered.
“Hitting 10 years feels special, but we’re really excited about what comes next,” says John. “We’ve shown that you can build a successful business without compromising on integrity. Our customers have supported us every step of the way, and this new chapter is about serving them even better.”
The milestone also represents something broader: proof that transparency can thrive in an industry that hasn’t always prioritised it. For NPL, full label disclosure has always been simply how they believe business should be done.
As NPL settles into its new home and celebrates a decade of honest supplementation, the founding principles remain unchanged. Every product still carries a complete ingredient list. Every formula is still backed by research. And every customer interaction is still built on respect and transparency.
Ten years in, with a new headquarters and a decade of trust earned, the family behind NPL is just getting started. And they’re doing it their way: honestly, transparently and with their customers at the heart of every decision.
For more information about NPL visit https://www.npl.za.com/
